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The role of familiarity in consumer destination image formation

The role of familiarity in consumer destination image formation The primary purpose of this study is to examine the effects of destination familiarity on consumers’ evaluations (cognitive image) and feelings (affective image) about the destination, leading to their intention to visit.Design/methodology/approachThe data for this study were collected through a Web-based survey. Based on a sample of 460 respondents, structural equation modeling was used to test the proposed hypotheses.FindingsThe results showed that familiarity with a destination not only influences consumers’ cognitive evaluations of the destination but also affects their feelings about it, which translates into their intentions in travelling to the destination. The findings indicate that destination familiarity can enhance consumers’ knowledge about the destination, but more importantly, their affective perceptions can lead to a higher likelihood of visiting a destination.Practical implicationsThe findings provide useful guidance for efficient marketing programs to attract more visitors to a certain tourist destination. Destination marketers must assess the level of familiarity of potential travelers in the development, design and promotion of a destination. This understanding will enable the marketers to more effectively communicate with their target markets and allow them to tailor advertising to different segments of their customers based on their familiarity.Originality/valueThe majority of previous studies regarding destination familiarity tend to measure the overall familiarity or experiential familiarity (e.g. a comparison between visitors vs non-visitors) without considering consumers’ indirect familiarity with a destination. This study attempts to conceptualize and empirically test the role of destination familiarity on consumers’ cognitive and affective images and intentions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

The role of familiarity in consumer destination image formation

Tourism Review , Volume 74 (4): 17 – Sep 18, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
DOI
10.1108/tr-10-2018-0141
Publisher site
See Article on Publisher Site

Abstract

The primary purpose of this study is to examine the effects of destination familiarity on consumers’ evaluations (cognitive image) and feelings (affective image) about the destination, leading to their intention to visit.Design/methodology/approachThe data for this study were collected through a Web-based survey. Based on a sample of 460 respondents, structural equation modeling was used to test the proposed hypotheses.FindingsThe results showed that familiarity with a destination not only influences consumers’ cognitive evaluations of the destination but also affects their feelings about it, which translates into their intentions in travelling to the destination. The findings indicate that destination familiarity can enhance consumers’ knowledge about the destination, but more importantly, their affective perceptions can lead to a higher likelihood of visiting a destination.Practical implicationsThe findings provide useful guidance for efficient marketing programs to attract more visitors to a certain tourist destination. Destination marketers must assess the level of familiarity of potential travelers in the development, design and promotion of a destination. This understanding will enable the marketers to more effectively communicate with their target markets and allow them to tailor advertising to different segments of their customers based on their familiarity.Originality/valueThe majority of previous studies regarding destination familiarity tend to measure the overall familiarity or experiential familiarity (e.g. a comparison between visitors vs non-visitors) without considering consumers’ indirect familiarity with a destination. This study attempts to conceptualize and empirically test the role of destination familiarity on consumers’ cognitive and affective images and intentions.

Journal

Tourism ReviewEmerald Publishing

Published: Sep 18, 2019

Keywords: Destination image; Visit intention; Affective image; Cognitive image; Destination familiarity; Destination marketing

References